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THE ROLE OF MARKETING COMMUNICATIONS

(A CASE STUDY OF JOHN HOLT)

 

 

ABSTRACT

 

          The first chapter of this work dealt on the Background of the study, to the subject matter.

          In the second chapter of this work, the research made clear explanation of marketing communication.   The school of thought within the subject area, the school of thought relevant to the study and the summary.

          The third chapter of this work dealt with the method used in carrying out the research, source of data, data presentation and data analysis.   In this chapter also, the project work clearly explained the recommendation and conclusion.

 

 

CHAPTER ONE

INTRODUCTION

1.1     GENERAL BACKGROUND TO THE SUBJECT MATTER

 

          Every marketing element in marketing communication tells something to the consumers.   The marketing communication is a part of the entire marketing strategy of a company and must be co-ordinated within the marketing effort. Modern marketing is more than developing a good product, pricing, it attractively making it really available to targeted customers.   In addition, to all these things, employee, share holders, government and the media, finance public all communicate something to the consumers.

          The communication must be well planed to ensure that the message is sufficiently to reduce the chances of misinterpretation through distortion. Furthermore, promotion activities includes advertising, personal selling, sales promotion and other selling tools.  There are three terms that are related that is to inform means to persuade and convince.   If a person is being persuaded he is probably also being informed many years ago.

          Prof. Ney Borden of Harvard University recognized the necessary place and persuasive nature of persuasion; he said that the use of influence in commercial relation is one of the attributes of a free society just as persuasion.  An encounter persuasion are exercised freely in many walls of life in our society in the home, in the press, in the classroom, in court, in political form and in government for information marking communication must tell good stories disseminate information about the product’s existence, features, terms and benefits to the target market.